In today’s hyperconnected digital world, businesses have unprecedented access to their customers and audiences. Social media platforms, blogs, and email campaigns provide direct lines of communication that can bypass traditional media channels like newspapers, radio, and television. For years, these outlets were the primary way businesses and organizations shared news, told their stories, and shaped public opinion. Now, however, social media has turned brands and businesses into publishers that can craft and distribute their own narratives on their own schedules. 

When I first started as a PR professional, this new digital-first reality led me to ask: Is media relations still as important as it once was? Here’s what I’ve learned.

Strong Media Relations Establish Trust and Expand Reach

The classic PR process of building relationships with journalists and securing coverage in traditional media remains a cornerstone of effective public relations strategies—and for good reason. Earned media, even in a digital world, carries weight that no self-published content can reproduce.

Articles written by respected journalists or features in well-known publications impart credibility to businesses and organizations that direct communications simply can’t match. Earned media coverage shifts the focus away from self-promotion, instead positioning brands as authoritative experts with meaningful insights to contribute on broader industry trends and challenges. This builds trust, enhances credibility, and attracts positive attention.

These third party endorsements not only validate a brand’s message but also extend its reach to audiences beyond those already engaged. This becomes especially important during times of crisis. Established relationships with journalists can help mitigate reputational damage or position an organization as a responsible leader or reliable resource. This builds irreplicable trust and loyalty with customers and stakeholders.

Embrace New Tools to Build Connections and Drive Results

Public relations has undergone an enormous shift in recent years, driven by technological advancements that connect brands and audiences in innovative new ways. As our social media associate, Yehudit Lyons, explains in her blog post: “Social media provides a platform to create and nurture relationships with media outlets and journalists beyond traditional email communication.” Social platforms like X (formerly Twitter) offer opportunities to engage journalists directly, which can lead to deeper connections and more potential collaborations. They also enable PR professionals to participate meaningfully in real-time conversations during important news events.

In addition to the everchanging social media landscape, artificial intelligence tools are transforming how PR professionals connect our clients with the right media outlets and journalists. Tasks that once took hours or even weeks—like curating comprehensive lists of relevant media outlets and journalists—can now be done in seconds with a well-crafted ChatGPT prompt. 

For example, I recently onboarded a new client in the Jewish non-profit space. The organization is focused on Jewish education and outreach on U.S. college campuses. Using ChatGPT, I crafted a prompt to identify media outlets with over 100,000 monthly readers that cover topics like higher education, campus news, antisemitism, and interfaith issues. Within seconds, the AI provided a list of 25 relevant outlets that I then used to build a list of relevant journalists. This not only saved me hours of research but also uncovered outlets I hadn’t previously considered, expanding our reach and helping us connect with a broader, more diverse audience.

Modern PR: The Balancing Act

I believe the key to modern PR lies in striking the right balance between utilizing direct communication channels, like social media, and good-old earned media placements. Brands must leverage their direct channels for quick, authentic engagement—LinkedIn, for instance, is a great platform for this. At the same time, companies and organizations must invest in a long-term media relations strategy, focused on cultivating strong relationships with journalists, guided by experienced PR professionals. 

Remember: AI tools can streamline processes like helping identify journalists, craft compelling pitches, and track coverage, but the art of relationship-building remains firmly in human hands.

The Takeaway

Media relations is not a relic of the past; it’s a cornerstone of future-facing communication strategies. As the rules of communication evolve, the most successful brands will be those that adapt to the digital age without losing sight of the power of earned media, and the relationships that are built along the way.

Contact us to learn how to implement an effective media relations strategy into your PR efforts.